Corporate Marketing Change Management at PT Wijaya Karya (Persero) Tbk

Abstract

Background: The construction industry plays a vital role in Indonesia's GDP. However, the Covid-19 pandemic has negatively impacted this sector, prompting companies to adapt. PT Wijaya Karya (WIKA) faces marketing challenges, including issues with decentralization and lack of focus on key customers, necessitating organizational changes.
Purpose: This research examines how the application of Kotter’s 8 Step Change Model and the ADKAR Model can address WIKA’s marketing challenges by fostering structured adaptation. These models were selected for their ability to navigate organizational change during periods of disruption, such as the pandemic, which intensified decentralization and strained customer focus in the construction sector.
Design/methodology/approach: This study employs a descriptive qualitative approach through interviews with five internal WIKA stakeholders, from senior vice presidents to corporate marketing staff, and one external expert for validation, supplemented by an analysis of internal reports and strategic plans.
Findings/Result: The findings show that the integration of Kotter’s 8 Step Change Model, the ADKAR Model, and Key Account Management significantly improves marketing performance and strengthens relationships with key customers. Enhanced employee engagement, intensive training, improved inter-division coordination, and the adoption of modern technologies also contribute to operational efficiency and sustainable company growth.
Conclusion: Integrating Kotter’s 8 Step and ADKAR Models with Key Account Management at WIKA offers an effective framework for overcoming decentralized marketing, providing a replicable strategy for companies facing similar challenges to drive strategic growth.
Originality/value (State of the art): This research highlights the importance of integrating change management models with Key Account Management practices to enhance both marketing performance and customer relationships, ultimately supporting sustainable business growth.

Keywords: ADKAR, change management, key account management, kotter 8 step change model, marketing decentralization